By Luís Daniel Rijo — Jul 22, 2021

Twitter undergoes into a Brand Safety audit with MRC

Twitter yesterday announced it has signed an agreement with the MRC for a Brand Safety pre-assessment.

Twitter yesterday announced it has signed an agreement with the MRC for a Brand Safety pre-assessment. Twitter and the MRC have agreed that the Brand Safety audit will assess Twitter’s compliance with certain Brand Safety standards when serving ads in environments including Home timeline, User profiles, Search results, and Amplify pre-roll.

MRC is accessing the audit-readiness of Twitter’s operations, methodology, processing, reporting, and disclosures in the Brand Safety space. Twitter says it will use the findings of this pre-assessment to identify areas of improvement and agree on high-level recommendations for remediating any gaps.

According to Twitter, Viewability, Sophisticated Invalid Traffic Filtration, Audience Measurement, and Brand Safety are the focus areas for Media Ratings Council’s accreditations. Twitter is starting with the Brand Safety accreditation, and Audience Measurement will follow.

Twitter is a member of Media Rating Council (MRC), founded in 1960. The Council seeks to improve the quality of audience measurement by rating services and to provide a better understanding of the applications (and limitations) of rating information.

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